Challenge: FLOW offers Reiki, a Japanese technique for stress reduction and relaxation that also promotes healing. The practice was developed in 1922 by Japanese Buddhist Mikao Usui. It is considered a holistic therapy which brings about healing on physical, mental, emotional and spiritual levels. The client is also influenced by other cultural forms of healing, which she wanted to incorporate into the overall aesthetic.
Solution: Because our client is influenced by so many different cultures, it was important to create a mark that was reflective of the influences while still creating a system that was flexible and organized. The solution was to create an identity in black and white and to incorporate art from different cultures. The final logo uses an elephant, which has a great deal of symbolism is Asian Cultures, and the flexibility to interchange the patterns inside while still keeping essence of the mark. To keep the system from feeling complicated, we kept the color palette to black, orange and turquoise.